Course Code MKTG415
Credits 3.00
Hours / Week 3

This course will provide students with foundational knowledge in the theory and practice of branding, in particular as applied to the branding of tourism destinations. The field of branding provides a framework for strategic decision making and deals with strategies for creating a competitive edge for a tourism product within a market. The subject will address both the conceptual and methodological underpinnings of branding, as well as case studies from destination branding as put into practice, in which the challenges and opportunities implicit in destination branding endeavours will be illustrated and discussed.